7 Quick Design Hacks to Optimize your Landing Pages

Congratulations! You’ve conquered the search engines, created a thriving social network, and your website is a traffic-attracting machine. So why aren’t you making any money?

Traffic is only one-half of the puzzle. In order for your business to benefit from impressive traffic stats, you need to convert your visitors – and turn your blog readers and social media followers into paying customers. Landing pages are tasked with customer conversion – and if your traffic is high, and your conversion rate is low, you need to rethink your landing page design.
Thankfully, these 7 quick design hacks will improve your conversion rate in a matter of minutes. Learn how color choice, product shots, testimonials, hidden navigation bars and more can send your conversion rate skyrocketing!

Remember, landing page optimization is highly individual and success rate is very much-so influenced by the product you are selling, your typical audience and conversion type. Try out a few of the below, and remember – A/B Split testing should be implemented when testing new design layouts for your sales pages.

7. Include a Hero Shot

When a visitor clicks-through to your landing page, you have a couple of seconds to reassure them that they’re in the right place.

heroshot

“Just joking… not this kind of hero-shot”

Chances are that they were attracted to your page by a specific offer – typically a free resource or a promotion – so you need to make it crystal-clear that the same offer is available here, on your landing page.
Product photos and ‘Hero shots’ of your offer in action are the fastest and most effective way to reassure your visitor. Choose a striking, high-definition image of your product at its best, and if possible, include a satisfied customer putting it to use.
Your Hero Shot should be one of the first elements visible to your visitor. Make it big and bold, and crucially, place it above the fold so the visitor does not need scrolling to see it. If your visitor has to hunt for your photo, it’s game over.

6. Ditch the paragraphs, and use a bullet point list

It’s crucial to include powerful and reassuring sales copy on your landing page – but it has to be incredibly easy to read. If the benefits of your offer aren’t immediately obvious to your visitor, there’s a good chance they’ll simply click away; and big chunks of text take more time and effort to read than bullet point lists. By rewriting your sales pitch into a handful of short bullet points, you:

  • Make the benefits of your call-to-action (CTA) immediately clear to your visitor
  • Draw your visitor’s attention down the page, and towards your CTA

See how even that bullet point list stands out on the page? Wherever possible, ditch the paragraphs of text and opt for short, simple lists.

bullets

5. Guide the eye with directional images

Landing pages should not be subtle. If you want to draw a visitor’s attention to a CTA, make sure the graphics and images on the page do just that. Arrows are a time-tested example, and despite their extremely obvious nature, your visitor will still succumb to their influence.
Try adding directional arrows to your landing page, starting at your headline, taking in your bullet point list and Hero Shot, and ending up at your CTA. Congratulations! You’ve made the intention of your page much clearer, and you can rest-assured that your visitors are taking in all of your killer sales copy.

4. Spice up your testimonials with photographs and logos

Social proof is a crucial element in designing a successful landing page. There’s always an element of uncertainty and risk associated with a CTA, and visitors are often reluctant to part with their personal information.
Including a testimonial from happy customer reassures your visitor that your special offer is worthwhile and valuable; but only if they believe it. Adding a photo of your testimonial author significantly improves the legitimacy of your social proof – an effect reinforced by including a business name, logo and web address with the testimonial.

3. Use color continuity on all your landing pages …

Your landing page needs to fit in with the theme and color scheme of your website. Clicking from your site to a landing page should feel like a natural progression, and the colors should reassure your visitor that they’re still on the same site. Noticeably different colors serve to distract your visitor from the focal point of your landing page – the CTA – and a fleeting distraction is often enough to cause visitor’s to hit the dreaded back button!

2. …but stick to a contrasting CTA!

There’s one very important exception to the continuity theme.

cta

You’ve guessed it; your CTA. The call-to-action should stand out from the rest of your landing page, and draw your visitors’ attention firmly to your offer. The best way to do this is by employing a contrasting color – if your landing page is blue, try a green CTA button; and if your landing page is green, try a vivid shade of red. To increase the impact of your CTA, choose a color that appears nowhere else on the landing page.

1. Hide your Navigation Bar

Landing pages should channel a visitor’s attention to a single point: your CTA. All clickable links on your landing page represent different ways for your visitor to escape from your page without clicking-through your CTA. By removing these potential distractions, you can dramatically increase your conversion rate. As well as removing the obvious internal and external links from your page, this means hiding the navigation bar.
For most basic web pages, you can use a simple bit of CSS to remove the navigation bar from a single landing page…
.page-id-ABC #nav {
display: none;
}

…where ABC is your landing page ID.
Whilst it’s important to minimize the distracting links, we don’t want to trap our visitor – so leave one link active, back to the previous page or your homepage.

Your landing page is the crucial first-step in converting traffic into paying customers. These 7 quick design hacks can significantly improve your conversion rate; and something as simple as adding a photo, or changing your color scheme, could have an unbelievable effect on your revenue.

Do you use any of these techniques on your existing landing pages? Have we missed out any great design hacks? Let us know in the comments!

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